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A snapshot of the summary - Marketing : real people, real decisions
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1 What is marketing?
This is a preview. There are 10 more flashcards available for chapter 1
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What is a marketplace?It are the host locations for exchanges.
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What is the evolution of the marketing concept?- the production era
- the selling era
- the consumer era
- the new era (tripple bottom line) -
Explain the new era (triple bottom line)(1988-now)
Building long term bonds with customers. relies on CRM. -
What is a green marketing strategy?It is t choose packages and product designs that are eco-firendly, but still profitable.
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2 Strategy and environment
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What defines strategic planning?- done by top level (management)
- Mission, sets business unit objectives
- establish the business portfolio
- develops growths strategies -
What defines functional planning?- Functional level (Marketing director)
- make situation analysis
- marketing objectives
- develop marketing strategies
- implement them
- monitor and control them -
What defines operational planning?- by supervisor managers
- make action plans
- monitor if plan is working -
What is a mission statement?A formal document that describes the transitions overall purpose and what it hopes to achieve.
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What is a LDC?Less developed country
Countries at the lowest stage of economic development -
What is the business circle?The overall pattern of changes or fluctuations of an economy
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The following topics are covered in this summary
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product, markets, different
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research, marketing, data
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learning, person, degree
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purchase, decision, demand
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customer, segment, products
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product, products, consumer
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product, line, brand
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service, products, customer
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price, pricing, product
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promotion, marketing, customers
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advertising, media, message
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sales, force, trade
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distribution, product, functions
